PepsiCo, Inc.: Drink More Water campaign
Candice L. ManciniOVERVIEW
In 2004, when PepsiCo and advertising agency BBDO New York released the Aquafina "Drink More Water" campaign, Aquafina was the best-selling bottled water in the United States. With "Drink More Water," Aquafina highlighted the pure fun of water, straying slightly from its long-established focus on the young athlete. Still, the campaign embodied Aquafina's dismissal of the pretentious bottled-water image of the past. It was also intended as a means to maintain Aquafina's number-one position in the U.S. bottled-water market. Since its 1999 launch, Coca-Cola's Dasani water in particular had been...